Reaching Your Audience in a Post-Cookie World (Virtual)

Understanding the Identity Crisis
(Half-Day Workshop)

Once the mainstay for digital marketing, third-party cookies are on the way out. Brands need to know how to maintain relevant messaging and targeting in this new world, or risk losing their audience share.

The digital advertising industry is going through one of its most transformative times ever. Browsers have begun to phase out cookie usage for personalization, and regulators around the world are taking steps to ensure consumer privacy and acceptance with data collection and sharing. Marketers need to adjust to ensure their messages continue to reach the right people at the right time with the right personalization and effectiveness.

This virtual workshop will explain how and why we as an industry got to this point, weigh the strategic options going forward, and empower marketers to improve their Tech, Targets, and Talent for proper adjusting in this new post-cookie world.

Target Audience
This workshop is suitable for those concerned with the impacts of changes in personalization and privacy legislation on their marketing spend and measurement/attribution, including but not limited to:

• Roles with responsibility for media spend
• Roles focused on marketing data and analytics or measurement & attribution
• Roles focused on customer data
• Marketing/Advertising and e-commerce professionals
• Media strategy and execution
• Legal, Finance, and C-suite execs

Virtual Workshop Benefits
The benefits of attending this virtual workshop fall under the following key drivers of growth: improving marketing effectiveness, increasing marketing efficiencies, maximizing marketing ROI, and improving employee alignment.

This workshop helps attendees improve marketing effectiveness by teaching them:

• The value of personalization in a post-cookie world
• The relationship between Identity and Attribution + Measurement

This workshop helps attendees increase marketing efficiency by teaching them:

• How to leverage multiple ID resolution partners
• The relationship between Identity and Reach/Frequency

This workshop helps attendees improve marketing ROI by teaching them:

• The proper balance between consumer engagement and personalization
• The right combination of deterministic, probabilistic, and contextual targeting

This workshop helps attendees improve employee alignment and collaboration by teaching them:

• How to utilize the same audience segments across an organization
• How Identity can be leveraged between media and creative

 Download the full agenda here